CHAPTER 7

Fostering Customer Loyalty and Building Community

Take a “high-touch” approach to customer service.

Alan: In today’s economy, many businesses think the road to success is through cost cutting. Companies look at automatic teller machines, pay-at-the-pump gas islands, and self-checkout grocery stores; then they try to figure out the next service they can get customers to perform for themselves. Wages are lower in Asia, and so many companies outsource their customers’ telephone calls to India. Or they send their manufacturing plants to China. With the exception of Apple, it’s nearly impossible to physically locate the company that built your personal computer. And just try to find help in a department store. You can wander around for five ...

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